Internet Market

According to the latest census conducted in 2011, Serbia has a population of 7.2 million people. 70.2% of the population uses interent at least occasionally, 63% of Internet users do it on a daily basis.

In Serbia, people still mostly access the Internet from a desktop computer(50%). Like everywhere else, mobile usage is on the rise, through mobile phones(42%), as well as through laptops(33%) and tablets(15%).

It is important to emphasize that, only one-third of the population is computer literate in Serbia, while half of the population 15+ years does not fully know how to use computers or is computer illiterate completely, according to the official data of the Statistical Office of the Republic of Serbia.

As regards to internet applications for communication in Serbia, the most popular is Viber, followed by Facebook messenger, Skype and Whats app. However, among younger generations Snapchat is becoming more and more popular.

The affinity of most traditional mass media to the government leaves critical coverage mostly to online media, especially when it comes to topics related to corruption and organized crime. Journalistic investigtive centers such as CINS, BIRN, KRIK, Istinomer, Insajder, Cenzolovka, Južne vesti and Voice have been launched over the last years. Currently, these are predominatly funded by donations and grants from abroad which frequently raises accusations against them of being ‘foreign mercenaries’.

Online media content is predominantly in Serbian language, which makes it difficult for foreigners to follow them. Online media that have English version of their websites do not always provide the full translation of their Serbian content.